Baking&Snack - December 2011 - 35

TREND FORECAST

Burgeoning consumer trends from 2011 will gain momentum in 2012, but the news isn’t all good for the industry.
BY CHARLOTTE ATCHLEY ore than 6,000 products in 23 countries carry the Whole Grain Stamp as of October, according to the Whole Grains Council (WGC). The International Dairy, Deli, Bakery Association (IDDBA)’s “What’s in Store 2012” reports that the high-fiber and whole-grain food market will reach $25 billion by 2015. The 2010 Dietary Guidelines for Americans (DGA), US Department of Agriculture’s MyPlate campaign, First Lady Michelle Obama’s Let’s Move campaign and the federal government’s Interagency Working Group proposal to limit marketing foods to children to “healthy” foods all contribute to increasingly healthconscious consumers. There may not be any revolutionary trends on the horizon for 2012 quite yet, but it’s widely expected that movements toward functional, better-for-you food options and natural ingredients will gain strength in the coming year. Contributing factors to these trends include the concern over childhood obesity and an aging population. Food manufacturers also have to contend with higher commodity prices, inflationary

pressures and a lagging economy that gives little indication of picking up in the new year. Despite experts’ assurance that the US economic recession ended in June 2009, consumers still aren’t spending like it’s over. That’s partially because painfully persistent high unemployment rates linger, and the lack of confidence in the government and the economy as a whole continues to prompt consumers to tighten their belts. When budgeting for groceries, many shoppers now look for foods that go further and do more for their bodies. “With the economy the way it is, people are looking for good value at a good price,” said Judi Adams, president, Grain Foods Foundation. “They’re trying to make the least expensive meals possible and provide some nutrition for their families.” With lifestyles becoming increasingly on-the-go and families trying to save a buck, the line between snacks and meals has been steadily blurring. Consumers want their snack foods to do more than just stave off hunger. Snacks need to offer some nutritional benefits as well. Baked good staples such as bread and rolls

may be resistant to sagging economic times, but indulgent sweet goods can use an extra boost of promised nutrition to coax their way into the shopping cart. MORE GOOD. Adding functional ingredients to baked and snack foods is not new, but it continues to gain traction. Functional foods provide a vehicle for nutrients such as fiber, protein, vitamin D and probiotics — just to name some of the extras that will continue to grab people’s attention in 2012. ▼ Because of new ingredient technology, bakers can now produce a loaf of bread that has bake- and shelf-stable probiotics.
ORLANDO BAKING CO.

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December 2011 / BAKING & SNACK

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Baking&Snack - December 2011

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